Hertz Asia Pacific & Hertz TW face strong competition in the social media platforms. There was little engagement & social media loyalty despite a strong brand.
- Hertz Asia FB page has 214k followers, but > 99% were inactive
- Out of the active followers > 90% belongs to a specific country.
- Had 0 reach to their important markets such as Singapore & Hongkong, for the promos featured
- Ads and post featured had low CTR, due to poor target audience settings
GSK proposed specific targeting – which for every post featured, a different set of attributes was allocated for each market (Singapore, Hongkong, Malaysia, Indonesia, Taiwan). Instead of growing the fan base, the objective was set to increase the engagement rate per post and re-activate the followers. This was done via a series of interesting post, increasing post frequency & special promos targeting at its original fan base.